Would You Say "No" to $4 Million

Last year, Cadillac® dangled $15 million in the front of the rock group The Doors for permission to use their song “Break on Through (to the other side)” to hawk its luxury SUVs. John Densmore, the drummer, said, “No thanks!” Here is the story.

The rock group, The Doors, was formed in 1965. It consisted of Jim Morrison, the lead singer, John Densmore, the drummer, and two other band members, Ray Manzarek and Robbie Krieger.

As the decade of the 60s was ending, The Doors was offered $50,000 to allow their biggest hit, “Light My Fire,” to be used as a commercial for the Buick Opal. At the time, Morrison was in Europe. In his absence, the other three agreed to the deal, but when Morrison returned, he was furious. As a result, the deal was never consummated. In 1970, The Doors entered a written agreement that any licensing would require a unanimous vote. Jim Morrison died in 1971.

Armed with the power of a legal contract, John Densmore has again and again said, “No” to offers for the use of their songs in commercials. He says such use of their music would trample their legacy. He is unalterably opposed to such commercialization.

Using popular rock music in commercials is now common and profitable. Led Zeppelin pitches Cadillacs, the Rolling Stones—Ameriquest Mortgage, Paul McCartney—Fidelity Investments and Bob Dylan—Kaiser Permanente. Nevertheless, there are holdouts including Bruce Springsteen, Neil Young, Carlos Santana, and, of course, much to the chagrin of the rest of The Doors, John Densmore.

When Apple Computer offered $4 million for commercial use of one of their songs, Densmore vetoed the idea and when Cadillac came with $15 million in hand, it was thumbs down again. Densmore will not even allow the remaining Doors to use the name “Doors” for a reorganized group that does concerts. That conflict landed in court and in August of this year, Densmore won!

His reasoning borders on the sacred. He says, “On stage, when we played these songs, they felt mysterious and magic. That’s not for rent.” The remaining Doors have opened the door for Densmore to team up with them again for a concert tour. He refuses to do that! He explains, “I would love to play with The Doors and play those songs again. I would. And I will play again as The Doors. Just as soon as Jim shows up.” That is going to take a while. Jim’s heart gave out in 1971.

If I understand the math correctly, Densmore is saying “No” to almost $4 million ($15 million split four ways). Now, there is a drummer who marches to a different drum beat. It makes me want to ask myself, “What are my convictions? How much are they worth? Would I compromise a conviction for $4 million?”